Digital Business Journal
type: channel
description: Digital Business Journal (DIGIBIS) at University Of Muhammadiyah Tangerang is published by the Faculty of Economics and Business at University Of Muhammadiyah Tangerang. Digital Business Journal (DIGIBIS) first appeared in June 2022. Digital Business Journal (DIGIBIS) is a national scientific journal that is open to seek innovation, creativity and novelty. Whether letters, research notes, articles, complementary articles, or review articles in the field of: Digital Marketing Digital Platforms Digital Advertising Digital Entrepreneurship and Industrial Revolution 4.0 This journal is published twice a year, in July and January. The articles published in this journal cover a wide range of subjects, ranging from the results of special studies on critical conception and evaluation to empirical research—the language used is Indonesian and English. Ekonika already has a printed ISSN, and online ISSN for ISSN (Online) 2963-8585. This journal is registered in the Crossref system with Digital Object Identifier (DOI) 10.31000/digibis. ONLINE SUBMISSION All papers are expected to follow the house-style and the author should provide contact information (e-mail and phone number) for the purpose of communicating about the paper. The paper should be submitted through the online submission system. Already have a Username/Password for Digital Business Journal (DIGIBIS)? GO TO LOGIN Need a Username/Password? GO TO REGISTRATION or, please GO TO ONLINE SUBMISSION for more information. If there is any problem with online submission, please email contact us (Subject: Name - Problem Online Submission).
publisher: Universitas Muhammadiyah Tangerang
language: id
publication name: Digital Business Journal
issn: 2963-8585
copyright: The author submits the manuscript with the understanding that if it is accepted for publication, the copyright of the article will be granted to the Digital Business Journal, Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal. Digital Business Journal first publication rights with works licensed simultaneously under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) which allows others to share (copy and redistribute material in the media or any format) and adapt (remix, modify, and build upon material) the work for any purpose, even commercially with acknowledgment of the work's authorship and initial publication in Digital Business Journal. Authors may enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal published version of the work (for example, posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in the Digital Business Journal. Authors are permitted and encouraged to post their work online (for example, in an institutional repository or on their website) prior to and during the submission process, as this can lead to productive exchanges, as well as earlier and larger citations of published work (See The Effect of Open Access).
items: The Impact of Fintech, Inclusion, and Financial Literacy on the Performance of Tangerang Culinary MSMEs
items: Determination Green Marketing and Consumer Trust in Kausa Indonesia's MSME Buying Interest
items: How Digital Transformation Shapes Employee Competence and Work Behavior?
items: Knowledge Management and Innovative Behavior: The Mediating Role of Innovation in FMCG Firms
items: The Role of AI-Based Content Marketing and User-Generated Content (UGC) on Brand Equity : The Mediating Effect of Value Co-Creation
items: Determinants Of Online Purchase Intention For Halal Cosmetic Products: Green Brand Perception, Halal Certification, And Digital Word-Of-Mouth
items: Implementation of Social Media Influencers in Building Brand Image at Courtyard by Marriott Bali Nusa Dua Resort
items: Determinants of Smartphone Purchase Decisions: The Role of Product Quality, Price Perception, Brand Image, and Lifestyle Among Management Students
items: Integration of Financial Literacy and Psychology: An Analysis of the Influence of Locus of Control on the Effectiveness of Generation Z Financial Management in Tangerang City
items: Integrasi Video Marketing sebagai Strategi Meningkatkan Penjualan. Brand Awareness, dan Retensi Pelanggan
items: WHAT IS THE BEHAVIOR OF STUDENT SAVINGS?
items: ANALYSIS OF THE GROWTH OF DIGITAL ENTREPRENEURSHIP STARTUP SOCIAL ENTERPRISE IN INDONESIA
items: DETERMINANTS OF CUSTOMER SATISFACTION IN INDOMARET PERMATA TANGERANG CONSUMERS
items: HOW DO I DECIDE TO BUY POTATO-Q PRODUCTS?
items: IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE
items: DIGITAL MARKETING AND PRODUCT QUALITY ON CUSTOMER SATISFACTION
items: THE INFLUENCE OF DIGITAL MARKETING AND GREEN PROMOTION ON THE DECISION TO PURCHASE TOYOTA RAIZE
items: FINANCIAL TECHNOLOGY DAN LITERASI KEUANGAN TERHADAP PERKEMBANGAN USAHA PADA UMKM DI KOTA TANGERANG
items: CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) CLUB
items: THE INFLUENCE OF PROMOTION AND TRUST ON THE PURCHASE DECISION OF NATURE REPUBLIC BRAND SKINCARE PRODUCTS TOKOPEDIA CONSUMER STUDY IN TANGERANG CITY
items: THE INFLUENCE OF BRAND IMAGE AND EMOTIONAL DESIRE ON PURCHASE DECISIONS IN TOKOPEDIA APPLICATION USERS IN THE TANGERANG REGION
items: THE EFFECT OF MARKETING CONTENT AND E-WOM ON THE TIKTOK APPLICATION ON PURCHASE DECISIONS STUDY ON STREET BOBA CONSUMERS IN TANGERANG CITY
items: ANALYSIS AND DESIGN OF DIGITAL APPLICATION SYSTEMS FOR EMPLOYEE DATA MANAGEMENT IN XYZ STORE
items: THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS ON ERIGO STORE PRODUCTS
items: MINAT MENGGUNAKAN DOMPET DIGITAL OVO: KEMUDAHAN PENGGUNAAN DAN KEPUASAN PELANGGAN
items: THE INFLUENCE OF BRAND EQUITY, STORE ATTRIBUTES AND MARKETING DIRECTORS ON PURCHASING DECISIONS
items: THE INFLUENCE OF ONLINE PROMOTIONS AND PRICE PERCEPTIONS ON THE PURCHASING DECISIONS OF MS GLOW USERS AT UNIVERSITY OF MUHAMMADIYAH TANGERANG
items: THE EFFECT OF FINTECH PAYMENT AND FINANCIAL LITERACY ON EMPLOYEES' FINANCIAL BEHAVIOR
items: PERAN CONTENT QUALITY DALAM MENGUATKAN NIAT BERBELANJA KONSUMEN MELALUI TIKTOK MIDNIGHT LIVE
items: MENGUJI NIAT KONSUMEN BERBELANJA MELALUI TIKTOK MIDNIGHT LIVE: BAGAIMANA PERAN TRUST?

The Impact of Fintech, Inclusion, and Financial Literacy on the Performance of Tangerang Culinary MSMEs
type: item
description: The acceleration of financial digitalisation requires business actors to adapt to maintain business sustainability. This study aims to analyse the influence of financial technology (fintech), financial inclusion, and financial literacy on the performance of culinary MSMEs in Tangerang City, both partially and simultaneously. The novelty of this research lies in combining digital accessibility and financial skills in the culinary sector of the buffer area of the capital city, which is highly competitive. The research used a quantitative approach, collecting primary data via a questionnaire from 150 respondents selected using the Slovin technique (5% error). Data analysis used multiple linear regression in IBM SPSS 26. The study finds that fintech, financial inclusion, and financial literacy significantly improve MSME performance. Financial literacy was found to be the most influential factor in the effectiveness of business decision-making. This research’s contribution provides strategic implications for local governments and MSME actors in formulating policies to strengthen the digital financial ecosystem. Theoretically, this research strengthens the theory of financial literacy in the context of local economic empowerment in the post-pandemic era.
subject: Articles
  topic: section
creator: Hendra Galuh Febrianto
creator: Amalia Indah Fitriana
creator: Mikrad Mikrad
creator: Iin Diah Tasuma Santi
rights: Hak Cipta (c) 2026 Digital Business Journal
date: 2026-01-18
publication date: 2026-01-18
starting page: 93
ending page: 99
doi: 10.31000/digibis.v4i2.15659

Determination Green Marketing and Consumer Trust in Kausa Indonesia's MSME Buying Interest
type: item
description: Increasing environmental awareness has triggered a shift in consumer preferences towards sustainable products, but MSMEs often face the constraint of skepticism over green claims. This study aims to analyze the influence of green marketing and consumer confidence on buying interest in Kausa Indonesia MSMEs. The urgency of this research lies in the high risk of consumer distrust in the environmental credibility of small business actors. The novelty offered is a specific focus on the context of MSMEs in Indonesia, filling the gap in literature that has been dominated by studies on large corporations. Using a quantitative approach, data was collected through purposive sampling of 97 respondents who understood Kausa Indonesia's products. Data analysis was carried out by multiple linear regression and classical assumption tests. The results of the study show that green marketing and consumer confidence, both partially and simultaneously, have a positive and significant effect on buying interest. The contribution of this study confirms that the success of MSMEs in a competitive market is highly dependent on the integration of authentic green marketing strategies and the strengthening of consumer trust to validate sustainability claims. This result is a strategic reference for MSME actors to build loyalty based on environmental values.
subject: Articles
  topic: section
creator: Abdul Rauf
creator: Eka Hendra Priyatna
creator: Kusdianto Kusdianto
creator: Halimatus Saidah
rights: Hak Cipta (c) 2026 Digital Business Journal
date: 2026-01-18
publication date: 2026-01-18
starting page: 100
ending page: 106
doi: 10.31000/digibis.v4i2.15658

How Digital Transformation Shapes Employee Competence and Work Behavior?
type: item
description: Digital transformation has become a strategic imperative for construction companies seeking to enhance operational efficiency, project coordination, and organizational competitiveness. Nevertheless, the effectiveness of digital transformation depends not only on technological readiness but also on the quality of human resources. This study examines the effect of digital transformation on employee competence and work behavior, as well as the mediating role of employee competence. The research was conducted at PT. Amanat Nusantara, a general contracting company, using a quantitative survey approach. From a population of 326 employees, 180 respondents were selected using the Slovin formula. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings reveal that digital transformation has a positive and significant effect on both employee competence and work behavior. Furthermore, employee competence significantly influences work behavior and mediates the relationship between digital transformation and employee work behavior. These results highlight the critical role of employee competence development in ensuring the successful implementation of digital transformation. This study contributes to human resource management literature and offers practical insights for construction companies in aligning digital initiatives with human resource development strategies.
subject: Articles
  topic: section
creator: Agung Budi
rights: Hak Cipta (c) 2026 Digital Business Journal
date: 2026-01-18
publication date: 2026-01-18
starting page: 82
ending page: 92
doi: 10.31000/digibis.v4i2.15657

Knowledge Management and Innovative Behavior: The Mediating Role of Innovation in FMCG Firms
type: item
description: The Indonesian Fast-Moving Consumer Goods (FMCG) industry is currently facing heightened competition due to market growth deceleration and shifting consumer behavior, requiring firms to strengthen knowledge management and innovation capabilities to sustain performance. This study examines the influence of Knowledge Management Process (KMP) and Innovation Work Behavior (IWB) on Firm Performance (FP), with Innovation (INNO) functioning as a mediating variable under the Knowledge-Based View (KBV) framework. A quantitative descriptive–explanatory design was employed, involving 104 employees of PT Paragon Technology and Innovation as respondents, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that IWB significantly enhances KMP but does not exert a direct effect on FP. Conversely, KMP positively affects both FP and INNO, while INNO fully mediates the relationship between IWB and FP and partially mediates the relationship between KMP and FP. High R² values for FP (76.6%) and INNO (74.2%) indicate strong explanatory power of the research model. Conceptually, this study provides novelty by integrating IWB and KMP simultaneously in predicting FP through the mediating mechanism of innovation within the Indonesian FMCG context. The study further contributes practical insights by emphasizing the need for organizations to reinforce knowledge management systems as a foundation for innovation and sustainable performance enhancement especially in the FMCG industry.
subject: Articles
  topic: section
creator: Ignatius Trisna Adi Purwanto
creator: Aburizal Maharsyah
creator: Syarifah Hanoum
creator: Theodosia Yunita Durman
rights: Hak Cipta (c) 2026 Digital Business Journal
date: 2026-01-18
publication date: 2026-01-18
starting page: 69
ending page: 81
doi: 10.31000/digibis.v4i2.15171

The Role of AI-Based Content Marketing and User-Generated Content (UGC) on Brand Equity : The Mediating Effect of Value Co-Creation
type: item
description: In the era of digital transformation, small businesses such as local cafés are increasingly leveraging artificial intelligence (AI) and user-generated content (UGC) to enhance brand engagement. This study investigates the effects of AI-based content marketing and UGC on brand equity, with value co-creation as a mediating variable. The research was conducted using a quantitative approach, with data collected from 200 customers of a local café in Purwokerto, Indonesia. The analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that AI-based content marketing has a significant direct effect on brand equity, but does not significantly influence value co-creation. Conversely, UGC significantly enhances value co-creation but does not directly affect brand equity. Moreover, value co-creation is found to mediate the relationship between UGC and brand equity, while no mediation effect is observed in the path from AI-based content marketing. These findings highlight the importance of participatory and collaborative digital strategies in fostering strong brand equity within micro and small enterprises. This study contributes to the theoretical understanding of service-dominant logic and brand equity in the digital context and offers practical insights for MSMEs to integrate AI tools with community engagement strategies to build sustainable brand value.
subject: Articles
  topic: section
creator: Meydy Fauziridwan
creator: Rhis Ogie Dewandaru
creator: Muhammad Aufa Fatih F
creator: Karunia Lestari
rights: Hak Cipta (c) 2026 Digital Business Journal
date: 2026-01-18
publication date: 2026-01-18
starting page: 60
ending page: 68
doi: 10.31000/digibis.v4i2.14918

Determinants Of Online Purchase Intention For Halal Cosmetic Products: Green Brand Perception, Halal Certification, And Digital Word-Of-Mouth
type: item
description: This study investigates the underexplored intersection of sustainable branding, halal certification, and digital consumer engagement in shaping purchase decisions for halal cosmetic products. Focusing on Kahf Facial Wash sold via Shopee Indonesia, the research addresses a critical gap in understanding how these factors collectively influence e-commerce transactions in the rapidly growing Muslim beauty market. Employing a quantitative approach, data was collected through an online survey of cosmetic consumers and analyzed using descriptive and inferential statistical techniques. The findings reveal that green brand perception exerts a significant positive influence on purchase decisions, underscoring the rising consumer preference for environmentally conscious beauty brands. Interestingly, while halal labeling and online reviews did not demonstrate significant individual effects, their synergistic combination with green branding collectively enhanced consumer purchasing behavior. This suggests that modern Muslim consumers prioritize eco-friendly attributes as a primary driver, with halal certification serving as a baseline expectation rather than a differentiator. The study contributes novel insights to halal marketing theory by challenging conventional assumptions about religiosity as the dominant purchase driver. Practically, it offers actionable strategies for cosmetic brands to leverage sustainability narratives while maintaining halal compliance in digital marketplaces. For e-commerce platforms, the results highlight the need to optimize green branding displays alongside user-generated content to boost conversion
subject: Articles
  topic: section
creator: Abdul Rauf
creator: Hamdani Hamdani
creator: Muhamad Syahrul Raihan
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-07-23
publication date: 2025-07-23
starting page: 40
ending page: 49
doi: 10.31000/digibis.v4i1.14520

Implementation of Social Media Influencers in Building Brand Image at Courtyard by Marriott Bali Nusa Dua Resort
type: item
description: This study aims to determine social media influencers' influence on building Courtyard's brand image by Marriott Bali Nusa Dua Resort. The data collection method used in this study is by conducting observations and distributing questionnaires. The population of this study was Instagram users who follow Instagram social media influencers and the Courtyard by Marriott Bali Nusa Dua Resort, with a sampling technique using purposive sampling with a sample size of 100 respondents. The data analysis technique used in this study is simple linear regression. The results of this study indicate that the implementation of social media influencers has a strong relationship, as evidenced by a simple correlation test with a coefficient of 0.724 and has a positive and significant effect on brand image. The value of the coefficient of determination is 0.524, which means that social media influencers have an influence of 52.4% in improving the brand image at Courtyard by Marriott Bali Nusa Dua Resort, while the remaining 47.6% is influenced by other factors not examined in this study. The indicators of social media influence, namely visibility, credibility, attractiveness, and power, state that each indicator has its role in building brand image. If each indicator is applied optimally, it will positively impact brand image. However, it is better to consider the power criteria that are owned because it can maximize the number of audiences who are influenced and follow the directions of the promotion carried out by social media influencers.
subject: Articles
  topic: section
creator: Ni Ketut Manohara Raditya Ningsih
creator: I Nyoman Winia
creator: Ni Luh Eka Armoni
creator: Elvira Septevany
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-07-23
publication date: 2025-07-23
starting page: 1
ending page: 11
doi: 10.31000/digibis.v4i1.13849

Determinants of Smartphone Purchase Decisions: The Role of Product Quality, Price Perception, Brand Image, and Lifestyle Among Management Students
type: item
description: In the digital era, smartphones have become essential consumer products, particularly among young consumers such as university students. Apple’s iPhone, as a premium smartphone brand, continues to attract attention due to its strong brand image and innovative features. However, understanding the factors that influence purchasing decisions among specific consumer segments remains crucial for both marketers and academics. This study aims to examine the influence of product quality, price perception, brand image, and lifestyle on iPhone purchasing decisions among students of the Management Study Program at Muhammadiyah University, Class of 2020. The research employed a quantitative approach, using a structured questionnaire distributed to a sample of 86 respondents selected through the Slovin technique. Data were analyzed using multiple linear regression with the support of SPSS version 25. The findings indicate that product quality, price perception, brand image, and lifestyle all have a positive and significant impact on purchasing decisions. Furthermore, these variables collectively contribute significantly to explaining consumer behavior in the context of premium smartphone purchases. This study contributes to the existing literature by integrating multiple consumer behavior theories within a single framework applied to a young and dynamic consumer group in an emerging market context. The results offer practical insights for marketers aiming to enhance brand positioning and marketing strategies targeting university students. Additionally, the study provides a foundation for future research on consumer decision-making in technology product markets.
subject: Articles
  topic: section
creator: Eko Narto
creator: Muh Hasan
creator: Agung Daud
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-07-23
publication date: 2025-07-23
starting page: 12
ending page: 23
doi: 10.31000/digibis.v4i1.14514

Integration of Financial Literacy and Psychology: An Analysis of the Influence of Locus of Control on the Effectiveness of Generation Z Financial Management in Tangerang City
type: item
description: Generation Z in Tangerang City faces challenges in managing personal finances, influenced by low financial literacy, limited access to formal finance, and lack of self-control over financial decisions. This study analyzes the influence of financial literacy, financial inclusion, and locus of control on the financial management of Generation Z, filling the research gap in the Indonesian urban context. The explanatory quantitative method was used with survey data from 220 Generation Z respondents in Tangerang who were purposively selected. The results showed that the three variables had a positive and significant effect, with financial literacy as the most dominant factor, followed by locus of control and financial inclusion. These findings reinforce the importance of improving financial literacy and access to inclusive finance to drive better financial management. The novelty of the research lies in an integrative approach between cognitive aspects (literacy), access (inclusion), and psychological (locus of control) in the context of urban generation Z. Practically, this study recommends strengthening digital-based financial education programs and collaboration between stakeholders to increase financial literacy and inclusion of the younger generation. Theoretical contributions include the development of financial behavioural models that blend external and internal factors, while policy contributions emphasise the need for structured interventions to support the financial stability of Generation Z
subject: Articles
  topic: section
creator: Amalia Indah Fitriana
creator: Mikrad Mikrad
creator: Randi Febri Yoga
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-07-23
publication date: 2025-07-23
starting page: 24
ending page: 39
doi: 10.31000/digibis.v4i1.14516

Integrasi Video Marketing sebagai Strategi Meningkatkan Penjualan. Brand Awareness, dan Retensi Pelanggan
type: item
description: Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran, salah satunya melalui integrasi video marketing. Penelitian ini bertujuan untuk menganalisis pengaruh integrasi video marketing terhadap peningkatan penjualan, brand awareness, dan retensi pelanggan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 110 responden yang merupakan pengguna aktif media sosial dan konsumen e-commerce. Analisis data dilakukan menggunakan regresi linear sederhana dan berganda untuk mengetahui hubungan antara variabel video marketing dengan penjualan, brand awareness, dan retensi pelanggan. Hasil penelitian menunjukkan bahwa video marketing memiliki pengaruh positif dan signifikan terhadap peningkatan brand awareness dan penjualan, serta berkontribusi dalam memperkuat loyalitas pelanggan melalui konten yang relevan dan interaktif. Strategi ini dinilai efektif karena mampu menyampaikan pesan merek secara emosional dan visual, meningkatkan keterlibatan audiens, serta mempercepat keputusan pembelian. Temuan ini merekomendasikan perusahaan untuk mengintegrasikan video marketing secara sistematis dalam kampanye digital guna meningkatkan daya saing dan keberlanjutan bisnis.
subject: Articles
  topic: section
creator: Feba Dinova Dex Tovtora S
creator: Fitria Madaniah Prasetyo
creator: Eka Hendra Priyatna
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-07-23
publication date: 2025-07-23
starting page: 50
ending page: 59
doi: 10.31000/digibis.v4i1.14542

WHAT IS THE BEHAVIOR OF STUDENT SAVINGS?
type: item
description: This study aims to test and analyze the influence of financial knowledge, financial attitude, and income on student saving behavior. The independent variables in this study were financial knowledge, financial attitude and income, while the dependent variables in this study were saving behavior. This study uses primary data by providing a number of questionnaires to management students of the Faculty of Economics and Business, University of Muhammadiyah Tangerang. The number of samples in this study was 89 respondents. Furthermore, the data that has been collected is analyzed by multiple linear regression, The regression test results show that there is a significant influence of financial knowledge and financial attitude variables on saving behavior, proven. This is evidenced by the t-value calculated on the financial knowledge variable of 3,599 with a significance of 0.001 and the financial attitude of 4,120 with a significance of 0.000 so that the t-value is calculated above the t table and the significance is below 0.10. Therefore, it can be concluded that there is a significant influence of financial knowledge and financial attitude variables on saving behavior. Meanwhile, there is an influence of income variables on saving behavior, which is not proven. This is evidenced by the t-value calculated on the income variable of 0.820 with a significance of 0.414 so that the t-value calculated below the t table and the significance above 0.10. Therefore, it can be concluded that there is no significant influence of income variables on saving behavior.
subject: Articles
  topic: section
creator: Andi Kusuma Negara
creator: Lena Erdawati
creator: Alit Millinia Hardianto
creator: Ahmad Zakki Mubarok
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-01-30
publication date: 2025-01-30
starting page: 106
ending page: 119
doi: 10.31000/digibis.v3i2.13475

ANALYSIS OF THE GROWTH OF DIGITAL ENTREPRENEURSHIP STARTUP SOCIAL ENTERPRISE IN INDONESIA
type: item
description: Digital entrepreneurship has developed in various fields, one of which is social enterprise. This development can be seen from the growth of social enterprise startups in Indonesia ranging from creative industry, agriculture and fisheries, as well as education or education. This study aims to analyze the factors that influence the growth of social enterprise in Indonesia in the last five years, which has increased. Through the literature review method, this research explores information from various sources such as journals, the internet, and books relevant to the topic to understand the impact of digital technology on innovation in tackling social and environmental problems. This research was conducted by collecting data related to the topic raised in a study. The results of this study found that the factors that influence the development of social enterprises, such as the growth of digital technology and easy internet access, the development of digital funding and crowdfunding, public awareness of environmental sustainability, government and private sector support, and a culture of social care and cooperation.
subject: Articles
  topic: section
creator: Eka Aprilia Lestari
creator: Titan Aprista Jesie
creator: Amelia Sari
creator: Bulan Syefa
creator: Ahmad Zaki
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-01-30
publication date: 2025-01-30
starting page: 61
ending page: 75
doi: 10.31000/digibis.v3i2.11057

DETERMINANTS OF CUSTOMER SATISFACTION IN INDOMARET PERMATA TANGERANG CONSUMERS
type: item
description: The purpose of this study is to determine the Influence of Store Atmosphere and Service Quality on Customer Satisfaction at Indomaret Permata Tangerang. This study uses a quantitative approach. Sampling was 100 people. Data collection techniques and tools are as questionnaires or questionnaires. Descriptive data analysis techniques are used to find out the picture of respondents' response and data distribution, while inferential statistical analysis is for hypothesis testing. The data management is assisted by Microsoft Excel and SPSS software version 26. The results of the study showed that partially the Store Atmosphere had a positive and significant effect on Customer Satisfaction as shown by a count of 4,395> a table of 1,984 and a significance of 0.000. For the variable of Service Quality partially has a positive and significant effect on Customer Satisfaction, it is shown with a tcal value of 7,123> ttable 1,984. and a significance of 0.000. Simultaneously, the Store Atmosphere and Service Quality have a positive and significant effect on Customer Satisfaction, which is shown by the value of Fcal> Ftabel 145.951 > 3.09 and a significance of 0.000. The ability of the variables of Store Atmosphere and Service Quality in explaining Customer Satisfaction was 75.1% as shown by the magnitude of the R square of 0.195 while the remaining 24.9% was influenced by other factors that were not included in the research model.
subject: Articles
  topic: section
creator: Eko Narto
creator: Tarto Tarto
creator: Riqkha Adilla Rachma
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-01-30
publication date: 2025-01-30
starting page: 76
ending page: 82
doi: 10.31000/digibis.v3i2.13311

HOW DO I DECIDE TO BUY POTATO-Q PRODUCTS?
type: item
description: The purpose of this study is to determine the influence of digital marketing and product quality on consumer purchase decisions on Potato-Q products in Tangerang City. The period used in this study is 6 (six) months, starting from July – December 2022.This research uses a quantitative approach. The population in this study is all people who have bought Potato-Q snack products in Tangerang City. The sampling technique used is non-probability sampling with an incidental sampling type obtained from 101 people who have purchased Potato-Q products. The data analysis technique used is multiple linear regression. The results of this study show that partially digital marketing has a positive and significant effect on consumer purchase decisions, which is shown by the tcount value of > ttable (9.921 > 1.984) with a significance value of 0.000. For the product quality variable, it partially has a positive and significant effect on consumer purchase decisions with a ttable > tcount value of 15.208 > 1.1984 with a significance value of 0.000. The ability of digital marketing variables and product quality explained the value of 72.7% as shown by the value of the adjusted R square of 0.727 while the remaining 27.3% was influenced by other factors that were not included in the research model.
subject: Articles
  topic: section
creator: Abdul Rauf
creator: Pia Arpriani Tanjung
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-01-30
publication date: 2025-01-30
starting page: 83
ending page: 91
doi: 10.31000/digibis.v3i2.13473

IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE
type: item
description: This study aims to analyze the relationship between Digial marketing, Store Atmophere and Impulse buying, a case study of super indo teras kota. This study uses quantitative methods and survey research by distributing questionnaires to urban super consumers. Samples were taken from 96 respondents using the purposive sampling technique. The analysis methods used are Descriptive Statistical Analysis, Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, Simple Correlation, Determination Coefficient, t-test, and f-test with the help of IBM SPSS V.26 Software. The results showed that the Digital Marketing Style (X1) variable, Store Atmophere (X2), simultaneously had a positive and significant influence on Impulse Buying Performance (Y) with Fcal greater than Ftable (279,305>3,094) with a significance value of 0.00 < 0.05.
subject: Articles
  topic: section
creator: Hendi Eka Sumarga
creator: Iwan Setiawan Rofiq
creator: Raji Munandar
rights: Hak Cipta (c) 2025 Digital Business Journal
date: 2025-01-30
publication date: 2025-01-30
starting page: 92
ending page: 105
doi: 10.31000/digibis.v3i2.13474

DIGITAL MARKETING AND PRODUCT QUALITY ON CUSTOMER SATISFACTION
type: item
description: This research aims to analyze the influence of digital marketing (X1) and product quality (X2) on customer satisfaction (Y) in the study of Tuh coffee shop consumers. This research is quantitative research and survey research. The sample taken in this research was 96 respondents. Data was obtained from distributing questionnaires. Primary data processing uses MS.Excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. Meanwhile, the data analysis used in this research includes: descriptive statistical analysis, validity test, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis test. The results of this research show that the variables Digital Marketing (X1) and Product Quality (X2) simultaneously have a positive and significant effect on Customer Satisfaction (Y) as indicated by the Fcount>Ftable value, which is 8,382 > 2.70 with a significant value of 0.000 <0.05 .
subject: Articles
  topic: section
creator: Eko Narto
creator: Usnul Hotimah
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-01-25
publication date: 2024-01-25
starting page: 112
ending page: 120
doi: 10.31000/digibis.v2i2.10586

THE INFLUENCE OF DIGITAL MARKETING AND GREEN PROMOTION ON THE DECISION TO PURCHASE TOYOTA RAIZE
type: item
description: The lifestyle of today's modern society fulfills the needs and desires to shop more efficiently, practically and easily. Developing technology makes consumers use technology to meet their daily needs by using information facilities, one of which is the use of the internet. In determining the purchase decision, an important thing to consider is the quality of service. The company provides quality service aims to provide convenience for consumers. This study uses an associative method with a quantitative approach. Based on the multiple regression test, it shows that the higher the value of Digital Marketing (X1) and Green Promotion (X2) simultaneously at a certain value, then it will increase the value of Purchase Decision (Y) at a certain value as well. The simultaneous effect of Digital Marketing and Green Promotion on Purchase Decision of Toyota Raize at PT Astra Internasional is significant. Partially Digital Marketing has a positive and significant effect on Purchase Decision of Toyota Raize, and Green Promotion has a positive and significant effect on Purchase Decision of Toyota Raize at PT Astra Internasional.
subject: Articles
  topic: section
creator: Abdul Rauf
creator: Feba Dinova Dex Tovtora S
creator: Aldi Sopiyan
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-01-25
publication date: 2024-01-25
starting page: 98
ending page: 111
doi: 10.31000/digibis.v2i2.10578

FINANCIAL TECHNOLOGY DAN LITERASI KEUANGAN TERHADAP PERKEMBANGAN USAHA PADA UMKM DI KOTA TANGERANG
type: item
description: Tujuan dari penelitian ini adalah untuk menganalisis pengaruh financial technology dan literasi keuangan terhadap perkembangan usaha pada UMKM dikota Tangerang. Penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah pelaku UMKM yang memiliki usaha di kota tangerang. Sampel ditentukan dengan metode purposive sampling dan memperoleh 96 responden sebagai sampel. Metode analisis yang digunakan adalah model regresi linier berganda dengan versi SPSS 25. Hasil penelitian ini menunjukan jika secara parsial variabel financial technology dan variabel literasi keuangan berpengaruh positif dan signifikan terhadap perkembangan usaha. Ditunjukan oleh nilai t hitung > t table (16,571 > 1,985) untuk variabel fintech dan (14,760 > 1,985) untuk variabel liteasi keuangan dengan signifikansi 0,000. Secara simultan financial tecnology dan literasi keuangan memiliki pengaruh positif yang signifikan juga, ditunjukan oleh f hitung > f table (165,956 > 2,70) dengan signifikansi 0,000. Hasil R Square adalah 0,745 menjelaskan jika financial tehnology dan literasi keuangan memiliki pengaruh terhadap perkemangan usaha sebesar 74,5% sedangkan sisanya 25,5% dipengaruhi oleh faktor lain yang tidak termasuk yang diteliti. Berdasarkan hasil penelitian diperoleh model regresi Y = -2,396 + 0,628X1 + 0,338X2 +e. Kata kunci : Financial Tehcnology, Literasi Keuangan dan Perkembangan Usaha UMKM.
subject: Articles
  topic: section
creator: Reni Anggraeni
creator: Yasmin Eka Pratiwi
rights: Hak Cipta (c) 2023 Digital Business Journal
date: 2023-07-31
publication date: 2023-07-31
starting page: 62
ending page: 71
doi: 10.31000/digibis.v2i1.9323

CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) CLUB
type: item
description: Penelitian ini bertujuan untuk menganalisis Pengaruh Citra Merek (X1) dan Kesadaran Merek (X2) Keputusan Pembelian (Y) pada produk Air Minum Dalam Kemasan (AMDK) Club. Penelitian ini adalah penelitian kuantitatif dan penelitian survei. Sampel yang diambil dalam penelitian ini sebanyak 100 responden. Data di peroleh dari penyebaran kuesioner. Pengolahan data primer menggunakan ms. Excel dan Statistical Package For Social Science (SPSS) versi 26 sebagai evaluasinya. Sedangkan analisis data yang digunakan dalam penelitian ini meliputi analisis statistik deskriptif,uji kualitas data, uji asumsi klasik,analisis regresi linear,uji korelasi,uji koefisiensi determinasi dan uji hipotesis. Hasil dari penelitian ini menunjukkan bahwa variabel Citra Merek (X1) dan Kesadaran Merek (X2) secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) ditunjukan dengan nilai Fhitung > Ftabel yaitu 131,991 > 3,09 dengan nilai signifikan sebesar 0,000 < 0,05. Kata kunci: Citra Merek, Kesadaran Merek, Keputusan Pembelian
subject: Articles
  topic: section
creator: Eka Hendra Priyatna
creator: Ratih Aulia Kamilah
creator: Nurul Fadhlina
rights: Hak Cipta (c) 2023 Digital Business Journal
date: 2023-07-31
publication date: 2023-07-31
starting page: 48
ending page: 61
doi: 10.31000/digibis.v2i1.9322

THE INFLUENCE OF PROMOTION AND TRUST ON THE PURCHASE DECISION OF NATURE REPUBLIC BRAND SKINCARE PRODUCTS TOKOPEDIA CONSUMER STUDY IN TANGERANG CITY
type: item
description: This study aims to determine the effect of promotion and trust on purchasing decisions as interverning variables partially or simultaneously. The data analysis method used is casual associative using a quantitative approach. This research uses SPSS version 27. The sample of this research is 96 Tokopedia consumers who buy Nature Republic products as respondents. Sampling using purposive sampling technique using a questionnaire instrument to collect data. The research results show that: 1). Partially Promotion (X1) has a positive and significant effect on Purchase Decision tcount 4.030 > ttable 1.661 with a significance value of 0.001 <0.05 then Ho is rejected and Ha is accepted (Y). 2). Partially Trust (X2) has a positive and significant effect on Purchase Decisions tcount 6.717 > ttable 1.661 with a significance value of 0.001 <0.05 then Ho is rejected and Ha is accepted (Y). 3). Simultaneously, it shows that promotion (X1) and trust (X2) have a positive and significant effect on purchasing decisions (Y). Because the Fcount value (120.615) > Ftable value (3.09) and the significance value F (0.000) < error rate (α = 0.05), then H0 is rejected and Ha is accepted.
subject: Articles
  topic: section
creator: Tarto Tarto
creator: Feba Dinova Dex Tovtora S
creator: Isthi Bayu Laras
creator: Reza Rafi Ristiyanto
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-08-24
publication date: 2024-08-24
starting page: 35
ending page: 50
doi: 10.31000/digibis.v3i1.12347

THE INFLUENCE OF BRAND IMAGE AND EMOTIONAL DESIRE ON PURCHASE DECISIONS IN TOKOPEDIA APPLICATION USERS IN THE TANGERANG REGION
type: item
description: Penelitian bertujuan untuk menganalisa Pengaruh Brand Image (X1) dan Emotional Desire(X2) Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tokopedia di Wilayah Tangerang. Penelitian ini adalah penelitian kuantitatif. Sample yang diambil dalam penelitian ini adalah 96 responden dengan menggunakan teknik purposive sampling. Data dalam penelitian ini diperoleh melalui penyebaran kuesioner. Pengelolaan data primer menggunakan MS.Exel dan Statistical Package For Social Science (SPSS.27) sebagai evaluasinya, sedangkan analisis yang digunakan dalam penelitian ini meliputi: Uji validitas, uji reliabilitas, analisis regresi linear sederhana, analisis regresi linear berganda, analisis korelasi sederhana, analisis korelasi berganda, analisis koefisien determinasi, uji hipotesis t, dan uji hipotesis F. Hasil dari penelitian ini menunjukan bahwa Berdasarkan hasil uji F, nilai signifikansi kurang dari 0,05 (0,000<0,05) dan Fhitung lebih besar dari Ftabel (168,792>3,094). Artinya terdapat pengaruh positif dan signifikan antara Brand Image (X1) dan Emotional Desire (X2) terhadap Keputusan Pembelian (Y).
subject: Articles
  topic: section
creator: Eka Hendra Priyatna
creator: Rabitha Fazira
creator: Bambang Dwi Chandra
creator: Vicky Ferdian Adi Wibowo
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-08-24
publication date: 2024-08-24
starting page: 22
ending page: 34
doi: 10.31000/digibis.v3i1.12345

THE EFFECT OF MARKETING CONTENT AND E-WOM ON THE TIKTOK APPLICATION ON PURCHASE DECISIONS STUDY ON STREET BOBA CONSUMERS IN TANGERANG CITY
type: item
description: This study aims to analyze the effect of content marketing (X1) and e-WOM (X2) on purchasing decisions (Y) on Street Boba products (studies on consumers in Tangerang City). This research is quantitative research and survey research. The samples taken in this study were 102 respondents. Data was obtained from distributing questionnaires. Primary data processing uses ms. excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. While the data analysis used in this study includes: instrument tests, classical assumption tests, multiple linear analysis, correlation analysis, and hypothesis testing. The results of this study indicate that the variables Marketing Content (X1) and E-WOM (X2) have a positive and significant influence on Purchasing Decisions as evidenced by the results of the study where in the coefficients table the sig value is 0.000 <0.1 and the FÂ hitung value is 150.626 > F table 2.36.
subject: Articles
  topic: section
creator: Abdul Rauf
creator: Asri Sulasnawati
creator: Achmad Haromain
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-08-24
publication date: 2024-08-24
starting page: 11
ending page: 21
doi: 10.31000/digibis.v3i1.12344

ANALYSIS AND DESIGN OF DIGITAL APPLICATION SYSTEMS FOR EMPLOYEE DATA MANAGEMENT IN XYZ STORE
type: item
description: As technology and information systems develop in the digital era, managing employee data has become very important for organizations and companies. An efficient and accurate employee data input process is the first step in managing human resources optimally. XYZ Shop is a shop located in the Banten area, which sells retail goods to end consumers, usually on a small scale and at home. The shop provides a variety of products, ranging from clothing, food, electronic goods, to household equipment. However, the XYZ store still faces challenges in managing employee data, such as limited time and human energy in carrying out this process because it is still manual. To overcome this problem, an employee data input program was designed to be an effective solution. With this program, the employee data management process can become more efficient, accurate and organized. The author used three techniques for data collection activities, namely observation, interviews and literature study. Development of an application program system for managing employee data at XYZ store using the PHP programming language and MySql database. The application system built is web-based, so it can be accessed easily anywhere and anytime. This provides immediate benefits in day-to-day operational efficiency, allowing human resources to focus on more strategic tasks. With the ability to manage employee data efficiently, stores can easily adapt to company growth, including branch expansion and increased employment
subject: Articles
  topic: section
creator: Wawan Setiawan
creator: Nurul Fajriyah
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-08-24
publication date: 2024-08-24
starting page: 1
ending page: 10
doi: 10.31000/digibis.v3i1.12348

THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS ON ERIGO STORE PRODUCTS
type: item
description: This study aims to analyze the influence of social media marketing factors (X1) and brand image factors (X2) on purchasing decisions (Y) for Erigo Store consumers in Tangerang City. This research is a quantitative research and survey research. The samples taken in this study were 100 respondents. Data obtained from distributing questionnaires. Primary data processing uses ms.excel and Statistical Package For Social Science (SPSS) version 25 as evaluation. While the data analysis used in this study includes: descriptive statistical analysis, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis testing. The results of this study indicate that the Social Media Marketing Factor (X1) and Brand Image Factor (X2) simultaneously have a positive and significant effect on Purchase Decision (Y) indicated by the Fcount>Ftable value of 319.453 > 3.09 with a significant value of 0.000 < 0.05..
subject: Articles
  topic: section
creator: Hendi Eka Sumarga
creator: Iwan Setiawan Rofiq
creator: Franky Mahendra Yulianto
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-08-24
publication date: 2024-08-24
starting page: 51
ending page: 60
doi: 10.31000/digibis.v3i1.12353

MINAT MENGGUNAKAN DOMPET DIGITAL OVO: KEMUDAHAN PENGGUNAAN DAN KEPUASAN PELANGGAN
type: item
description: Â Abstract The purpose of this study was to determine the effect of Ease of Use and Customer Satisfaction on Interest in Using OVO Digital Wallet, either partially or simultaneously on OVO Visionet. This study uses the associative method with a quantitative approach. Sampling of 75 people. Techniques and tools for data collection is a questionnaire or questionnaire. Descriptive data analysis technique is used to describe the description of respondents' responses and data distribution, while inferential statistical analysis is used to test hypotheses. The data processing is assisted by Microsoft Excel and SPSS software version 25. Meanwhile, the contribution of Ease of Use (X1) and Customer Satisfaction (X2) to Interest in Using OVO Digital Wallet (Y) is 52.40%, the remaining 47.60% is influenced by other variables. (X) which was not researched (epsilon) but affected Interest in Using the OVO Digital Wallet (Y) which was suspected by the variables of Service Features, Sales Promotion, Risk Benefit, Trust, Website Quality, and so on. Partially, Ease of Use has a positive and significant effect on Interest in Using an OVO Digital Wallet, while Customer Satisfaction has a positive and significant effect on Interest in Using an OVO Digital Wallet. Keywords: Ease of Use, Customer Satisfaction, Interest in Using OVO Digital Wallet
subject: Articles
  topic: section
creator: Eka Hendra Priyatna
creator: Januar Eky Pambudi
creator: Ernawati Dewi
rights: Hak Cipta (c) 2022 DIGIBIS: Digital Business Journal
date: 2022-07-01
publication date: 2022-07-01
starting page: 1
ending page: 13
doi: 10.31000/digibis.v1i1.6598

THE INFLUENCE OF BRAND EQUITY, STORE ATTRIBUTES AND MARKETING DIRECTORS ON PURCHASING DECISIONS
type: item
description: The purpose of this study was to determine the effect of Brand Equity, Store Attributes and Direct Marketing on Purchasing Decisions at Indomaret Hasyim Ashari Banjar. The research method used is descriptive and associative method. The population in this study amounted to 96 customers. The sampling technique used purposive sampling method, namely the technique of determining the sample with certain considerations, using the Lemeshow formula. The results showed that the t-count value was 2.615 with a t-table value of 1.98552 which meant that there was a positive and significant influence between brand equity (X1) on purchasing decisions (Y), the t-count value was 3.840 with a t-table value of 1.98552 which means that there is a positive and significant influence between store attributes (X2) on purchasing decisions (Y). Y) and this calculated F value of 33.434 > F table of 2.70 it can be concluded that brand equity (X1), store attributes (X2) and direct marketing (X3) have a significant effect on purchasing decisions (Y).
subject: Articles
  topic: section
creator: Muhammad Iqbal Baitullah
creator: Ilma Darojat
creator: Muhammad Abdul Rosyid
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-01-25
publication date: 2024-01-25
starting page: 87
ending page: 97
doi: 10.31000/digibis.v2i2.10580

THE INFLUENCE OF ONLINE PROMOTIONS AND PRICE PERCEPTIONS ON THE PURCHASING DECISIONS OF MS GLOW USERS AT UNIVERSITY OF MUHAMMADIYAH TANGERANG
type: item
description: This research aims to analyze the influence of online promotion factors (X1) and price perception (X2) on purchasing decisions (Y) on MS Glow products. This research is quantitative research and survey research. The sample taken in this research was 100 respondents. Data obtained from distributing questionnaires. Primary data processing uses MS.Excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. Meanwhile, the data analysis used in this research includes descriptive statistical analysis, data quality testing, classical assumption testing, linear regression analysis, correlation testing, coefficient of determination testing and hypothesis testing. The results of this research show that the variables Online Promotion Factor (X1) and Price Perception Factor (X2) simultaneously have a positive and significant effect on Purchasing Decisions (Y) as indicated by the Fcount>Ftable value, namely 120.505 > 3.09 with a significant value of 0.000 < 0.05.
subject: Articles
  topic: section
creator: Eka Hendra Priyatna
creator: Dewi Rahmawati
creator: Kusdianto Kusdianto
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-01-25
publication date: 2024-01-25
starting page: 121
ending page: 133
doi: 10.31000/digibis.v2i2.10460

THE EFFECT OF FINTECH PAYMENT AND FINANCIAL LITERACY ON EMPLOYEES' FINANCIAL BEHAVIOR
type: item
description: This research aims to examine and determine the influence of Fintech Payment, Financial Literacy on Employee Financial Behavior partially or simultaneously. The data analysis method used is multiple regression analysis so that the direction and magnitude of the influence of the independent variable on the dependent variable can be clearly depicted. This research used SPSS 22. The research sample consisted of 77 employees at PT Garuda. Sampling using the Slovin formula. The research results show that: 1). Fintech Payment has a positive and significant effect on Employee Financial Behavior; 2). Financial Literacy has a positive and insignificant effect on employee financial behavior and simultaneously has a positive and significant effect. Â
subject: Articles
  topic: section
creator: Andi Kusuma Negara
creator: Dede Sunaryo
rights: Hak Cipta (c) 2024 Digital Business Journal
date: 2024-01-25
publication date: 2024-01-25
starting page: 72
ending page: 86
doi: 10.31000/digibis.v2i2.10647

PERAN CONTENT QUALITY DALAM MENGUATKAN NIAT BERBELANJA KONSUMEN MELALUI TIKTOK MIDNIGHT LIVE
type: item
description: Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini sejumlah 217 responden dengan karakteristik berdomisili atau bertempat tinggal di wilayah Jabodetabek, berusia minimal 17 tahun dan pernah menonton siaran TikTok midnight live dalam kurun waktu tiga bulan terakhir. Teknik pengambilan sampel yang digunakan adalah teknik non-probality sampling dengan cara convenience sampling. Metode pengumpulan data menggunakan teknik survei dengan instrumen berupa kuesioner. Data yang diperoleh dari kuesioner diolah menggunakan software SPSS dan Amos. Hasil penelitian ini menunjukkan variabel content quality berpengaruh signifikan terhadap perceived enjoyment dibuktikan dengan skor P value < 0.01, variabel content quality berpengaruh signifikan terhadap trust dibuktikan dengan skor P value sebesar 0.029, variabel content quality berpengaruh signifikan terhadap perceived ease of use dibuktikan dengan skor P value < 0.01, variabel perceived enjoyment berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value sebesar 0.01, variabel trust berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value < 0.01, variabel perceived ease of use berpengaruh signifikan terhadap trust dibuktikan dengan skor P value sebesar 0.039, dan variabel perceived ease of use tidak berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value sebesar 0.575.
subject: Articles
  topic: section
creator: Wulan Oktila Sarin
creator: Usep Suhud
creator: Shandy Aditya
rights: Hak Cipta (c) 2023 Digital Business Journal
date: 2023-07-31
publication date: 2023-07-31
starting page: 21
ending page: 35
doi: 10.31000/digibis.v2i1.9156

MENGUJI NIAT KONSUMEN BERBELANJA MELALUI TIKTOK MIDNIGHT LIVE: BAGAIMANA PERAN TRUST?
type: item
description: Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi niat beli pada produk fashion melalui TikTok midgnight live. Adapun enam variabel yang digunakan dalam penelitian ini diantaranya purchase intention, trust, background visual complecity, electronic word of mouth, dan interaction. Penelitian ini dilakukan di daerah Jakarta. Metode penelitian kuantitatif menggunakan skala likert sebagai pengukuran dengan populasi generasi Z yang memiliki akun TikTok dan pernah menonton TikTok midnight live. Teknik pengambilan sampel adalah convenience sampling sebanyak 237 responden yang diperoleh. Teknik analisis penelitian dengan Structural Equation Modeling (SEM). Hasil penelitian membuktikan bahwa background visual complexity, trust dan interaction berpengaruh secara positif dan signifikan terhadap purchase intention, e-wom dan interaction juga berpengaruh secara positif dan signifikan terhadap trust.
subject: Articles
  topic: section
creator: Zahra Fahriza
creator: Usep Suhud
creator: Shandy Aditya
rights: Hak Cipta (c) 2023 Digital Business Journal
date: 2023-07-31
publication date: 2023-07-31
starting page: 36
ending page: 47
doi: 10.31000/digibis.v2i1.9155